Days of Communication
By: Ascanius Media and Mitja Tuškej, AM Komunikacije
Our colleagues from Ascanius, Zagreb, are among the active participants of the Croatian Festival of Advertising in Rovinj. In cooperation with their colleague from Slovenia, Mitja Tuškej, they organized a luring lecture with a talkative title: “From Storywriting to Brand Co-creation”. The lecture deals with how to tell the story of a brand. Mitja’s focus is on the fact that the best way to tell a brand’s story is to write it “together with your own, because that is a good path to victory!”
Mitja will present the topic, where he’ll focus on these thoughts:
“The concept upon which we’ve been building the market branding strategies and which has been used for decades has crumbled to dust, and we’re barely even aware of that fact. Today, the story of success of any given brand is tied to a real story. The fact is that there are many paths that lead us to the brand’s story and the only wrong way is the one that doesn’t include writing down that story.
Compared to a brand that’s just entering the market and whose story is new, it takes a lot more effort to write down the story of a brand which has existed for a longer time, one which already has a position in the market and loyal consumers. If advertisers tried to write the story of such a brand within their own organization, the risk of making a critical error is huge. It is of utmost importance to replace the view from within with a view from the outside.